With the advent of the intelligent era, especially under the influence of the concept of more and more new forces and technology, consumers have begun to get used to enjoying the fresh and convenient experience brought by the progress of the times. This affects the transformation of today's automotive industry, urging traditional car companies to take the initiative to step out of their comfort zone and reconstruct the underlying logic of products and marketing. At the heart of this logic is digital transformation.
Transformation is easy to say, and it seems that everyone is doing this, but for traditional car companies, it requires great courage and determination to practice. How to reshape user cognition and how to create an experience that exceeds user expectations are all questions that need to be constantly considered.
However, just when everyone is still defaulting to intelligence and service is exclusive to the new forces, the launch of the "smartest fuel vehicle" Ford EVOS and The third space of Ford Intelligence shows the fact that when traditional brands are determined to turn around, smart or smart, experience and service, can also become a value-added selling point for mature manufacturers. The advent of Changan Ford EVOS and "smart third space" has made the answers to these questions ready to come out, which can be said to be the gorgeous opening of the digital innovation of traditional car companies.
Who says fuel cars aren't smart? Transformation pioneer EVOS is impressive
Electric vehicle manufacturers represented by the new forces will take intelligence as the focus of communication when promoting products, giving people the illusion that "electric and intelligent are natural matches".
Is this really the case?
Not necessarily. It must be admitted that the degree of intelligence of new energy vehicles on the market is generally relatively high, but intelligent technology is not the exclusive label of pure electric models, and Changan Ford EVOS has a good interpretation of this.
First of all, not to talk about the intelligence of the big screen is to play hooligans. Changan Ford EVOS is equipped with a 12.3-inch LCD instrument cluster + 27-inch 4K LCD display through the through-type dual screen design, across the entire center console, directly ending the so-called screen size armament race of the electric vehicle camp.
At the same time, when the screen is lit, you will find that the technology configuration in this large screen is quite rich, and the functions realized by all intelligent electric vehicles are readily available. For example, the voice control of the new generation of SYNC+2.0 Zhixing interconnection system can achieve almost all in-car control from traditional navigation, music, communication, to driving mode, and even ambient lights, sunroof, and trunk adjustment. Moreover, the car is also connected to multimedia and other third-party applications, equipped with the first joint driving fun function, which can realize the coordinated driving of the main and auxiliary drivers, and the degree of intelligent technology can be seen.
In addition, evos are currently the most equipped models in the industry with the largest number of sensors in the same class, including 6 cameras, 5 high-performance millimeter wave radars, and 12 ultrasonic radars in the 23 sensors. Its new Co-Pilot360 Intelligent Driving Assistance System has reached L2+ level, which can achieve 18 functions including adaptive cruise in the full speed domain with Stop & Go automatic follow-up and lane center assist.
Of course, the most important thing is that based on the FNV intelligent interconnection network-wide architecture, EVOS makes FOTA upgrade no longer the exclusive property of new forces to build cars, but also has a super ability to evolve the whole vehicle. And it is not limited to the re-advancement of the above-mentioned intelligent car functions, and even 95% of the modules of the whole vehicle, including steering and power, support air upgrades. It can be said that how smart the future is, it all depends on how rich your imagination is.
It is worth mentioning that Ford EVOS also learned from the new forces to play with the aesthetics of science and technology. The presentation of its overall visual senses is already very avant-garde and avant-garde, not inferior to any of the current new power models. And when you approach the scaly mesh in front of the sensor face, he will also flip in turn in a breathing manner, with the front of the car flowing water light through the LED strip, and the smart electric vehicle habitual pop-up hidden door handle, is full of ritual.
The above are the differences between Ford EVOS and traditional models, and the thinking of the intelligent third space of the new forces to build cars is moved to the traditional fuel vehicles, not only does not violate, but also brews a living, tacit understanding, and intelligent mobile space for consumers in the true sense, allowing us to see what a new generation of smart SUVs should look like.
Digital empowerment, Ford's third space is renewed and upgraded
The emergence of many new car-making forces and new attempts in marketing and user operation have brought new ideas to the industry. But this just reflects that traditional car companies with a complete system should be more capable of doing this than the new car-making forces starting from scratch.
In order to fulfill the promise of "more Ford, more China" under The "More Ford, More China" strategy of Ford China, Changan Ford's product side to create "the most intelligent SUV of the same level" is actually only a part of intelligent and digital innovation, and the intelligent third space of EVOS is not only limited to the car, but even extended to the exhibition hall, giving more possibilities to the digital experience and service level.
What does a 4S store look like in your mind?
Is the showroom "piled up" with vehicles, looking up at advertising materials, and sales chasing the selling points of the introduction models? The Ford third space exhibition hall is completely different, it is inspired by the smart cockpit of Changan Ford EVOS that makes people feel like they are in the living room, and the digital intelligence and the experience with a sense of temperature are fully expanded to the newly designed exhibition hall, more like a technology experience center, modern and stylish.
For example, like EVOS's simple and not simple avant-garde smart cockpit design, the overall style of the showroom is also based on modern simplicity. Here, you will not feel a strong commercial atmosphere, but there will be a sense of warmth and comfort.
Just like the two keywords of evos digital smart cockpit: one is people-oriented, and the other is full-time and full-dimensional interconnection. The exhibition hall includes a welcome area, a living experience area, and a car purchase negotiation area, each area has a very distinct personality and functional attributes, where you can explore, enjoy the wonders of science and technology, or learn about a car in 360 degrees. And to achieve continuous opening of night services for customers, to provide users with 24-hour online seamless service.
Another example is that autonomous driving needs to collect a large number of user operation data to achieve a more perfect solution. Different from the traditional test drive experience, Ford Third Space also uses a digital test drive process, canceling the paper protocol, without installing any small programs or APP, you can generate an interesting test drive report for customers, which is far more vivid and interesting than the sales consultant's "dry" explanation. And will collect user feedback information, through THE FOTA upgrade, to ensure that Changan Ford EVOS product life cycle, has the same level of leading intelligent experience, the formation of digital service closed loop.
Rethinking the relationship between brands and users
When it comes to digital marketing, many brands have noticed the importance of turning users into friends. But for most car companies, digitalization is just a package that is adjusted to adapt to external changes, and does not affect the kernel.
What is different from Changan Ford is that in the pioneering period of the establishment of the intelligent third space, it does not just stare at how many conversions are in front of it, but puts its eyes on a more long-term brand and user community construction, as well as the after-sales level.
Changan Ford launched The Fuyu actively integrates digital media forms such as community, information, activities, shopping malls, and car services, and turns users into friends by creating a super social ecological chain to increase user reach and enhance user stickiness. On the one hand, it has formed a good word-of-mouth diffusion, on the other hand, the user's feedback on products and services can go directly to the brand, and the user can also have a deeper understanding of the brand's concept.
At the same time, on the basis of the original four "hearts" services, it has also upgraded the professional maintenance program including not using and selling counterfeit parts, not compulsory consumption, and if multiple repairs are carried out, the three major guarantees of no fee for repair are upgraded, aiming to reduce the cost of car purchase and use for consumers, and also eliminate worries.
Changan Ford, which listens to the voices of users and has a deep insight into the travel needs and lifestyles of Chinese consumers, has upgraded and iterated the concept of model products and services. With the official listing of the "smartest fuel vehicle" Ford EVOS, and the deepening of the concept of intelligent third-space experience service, Changan Ford, which has turned digitalization into the core driving force on its development path, will win the love of more new generation users.